Yash Raj targets youth

First up for Y-Films will be 'Luv Ka the End'

LONDON — Yash Raj Films, one of India’s biggest studios, has launched a new wing to cater to India’s large youth population.

Y-Films aims to produce films at the 70% of India’s 1.2 billion population who are under 35 years of age.

First up will be “Luv Ka the End,” which is due a May release, featuring a cast of newcomers. Yash Raj’s last release, 2010’s “Band Baaja Baaraat” featured mostly rookies and was a surprise hit in India, a market strongly driven by an entrenched star system.

Yash Raj is not the first to try and tap the Indian youth market. In February, Viacom 18 launched a division named Tipping Point that will produce four youth-centric films annually. “Shaitan,” “Michael” and the two-parter “Gangs of Wasseypur” will be the first films from the company.

Viacom has also teamed with iRock Media to produce films in the horror/comedy genre. “Shaadi of the Dead” will be the first film under this deal.